Generative AI makes reputation management more critical than ever

Generative AI tools like ChatGPT are becoming ever more integral to business operations. The transformation of corporate America is just beginning, but already we’re seeing AI technologies boost productivity, efficiency and cost-savings for companies of all sizes. Businesses that don’t adopt generative AI (albeit smartly and with caution) risk losing out to those that do.?

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But as we know, these technologies also pose serious threats, among them, the ability to spread misinformation and disinformation at warp speed. AI tools can now create cloned human voices, highly realistic fake images, and fake stories in seconds, at minimal cost, and distribute them far and fast across the globe. Senator Richard Blumnethal (D-CT) demonstrated this trickery by opening a Senate hearing on AI with a deepfake of his own voice. And recently, a fan-made ad for Tesla used AI to create a deepfake of actor Ryan Reynolds purporting to promote the company. This is scary stuff.

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What’s more, misinformation/ disinformation created by and spread through AI is now being captured by tools like ChatGPT that scour the open web, leading to “AI hallucinations.” Fake images, misinformation and misstatements have become harder than ever to purge from the public domain, especially when they’ve gone viral.?

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In this climate, it’s more critical than ever for companies to stay vigilant about reputation management. The Next Solution Group, a crisis communications and issues management firm, recommends that companies:

1. Regularly monitor news and information about the company and their products.
2. When appropriate, monitor not just the open web but also the deep and dark web.
3. Combat misinformation and disinformation as soon as it’s discovered, before it spreads further.
4. Be aware of how AI can be weaponized and make a crisis plan for AI-related issues that could arise.
5. Understand how your company utilizes AI. Use AI tools responsibly and in line with your corporate values and proceed with some caution when adopting new AI systems.

#ai #generativeai #issuesmanagement #reputationmanagement